Photo of the completed elevator test tower and LED media façade

Self-initiated animation that inspired the LED media façade

Programming the content schedule was as important as creating content suitable for this giant, public-facing canvas. Dayparting included considerations for rush-hour traffic, high-contrast graphic content during daylight, choreographed architectural lighting and video content, and both pre-rendered and generative animations. A special “VIP Button” was also developed to allow a takeover of scheduled content for a special event, like the celebration of the Braves winning a home game at the adjacent stadium.